EP226: Crossing the Punchline: The Risks of Overdoing Humor in Sales

Market Dominance Guys

In the second part of our conversation with Richard Rabins, CEO and Co-Founder of Alpha Software, we delve into the delicate balance of using humor effectively in sales. Chris Beall shares insights on guiding prospects through emotional transitions, from fear to trust, using the power of laughter and surprise. However, the discussion also explores the risks of pushing humor too far and the importance of knowing when to rein it in. Richard and Corey examine the idea of teaching humor, drawing parallels between sales and the world of comedy and performance. They emphasize the significance of confidence, vulnerability, and the ability to read your audience to avoid alienating prospects. Join us as we navigate the comedic conundrum of harnessing wit without crossing the line, and discover how to strike the perfect balance for building genuine relationships with prospects.

About our Guest:

Richard Rabins focuses on strategy, accelerating global growth and scaling the organization. Richard also served as CEO of SoftQuad International from 1997 to 2001, when it owned Alpha. In addition to his 30 years with the company, Richard played a key role as co-founder, and served as president and chairman of the Massachusetts Software Council (now the Massachusetts Technology Leadership Council), the largest technology trade organization in Massachusetts. Prior to founding Alpha, Richard was a project leader and consultant with Information Resources, Inc. (IRI), and a management consultant with Management Decision Systems, Inc. Richard holds a master's degree in system dynamics from the Sloan School at MIT, and a bachelor's degree in electrical engineering and master's degree in control engineering from University of the Witwatersrand in Johannesburg, South Africa. He has served on the boards of Silent Systems, Legacy Technology and O3B Networks, and is co-founder of Tubifi www.tubifi.com.

Links from this episode:

Richard Rabins on LinkedIn: https://www.linkedin.com/in/richard-rabins/

Company website: https://www.alphasoftware.com/

Corey Frank on LinkedIn
Branch49
Chris Beall on LinkedIn
ConnectAndSell

FULL EPISODE TRANSCRIPT Below:

[00:25:51] Corey Frank: Sure. I think you're getting into a different level of rapport building, Chris, I think it'd be a good reminder to talk about the [00:26:00] swirling blue orb and the, the reason why that works, because I think that ties in a lot of what Richard is saying here with regards to, building that, that rapport, which in essence is.

[00:26:13] Corey Frank: Moving from fear to trust, is it not?

[00:26:16] Chris Beall: Right, I mean, we're always trying to help somebody along this [00:26:20] this emotional journey to a next emotional state where we can maybe help them see something new that might be of value to them. So it's always just one emotional transition. So fear to trust is one, trust to curiosity is another, curiosity to commitment is another.

[00:26:38] Chris Beall: And emotional [00:26:40] transitions are tricky things. We actually prefer to hold on to our current emotional state, even if we don't like it, because it is a comfort to us To feel as we feel. We really don't want to change anything in our life, much less how we feel. So in sales, we're trying to help somebody [00:27:00] change something in their life.

[00:27:01] Chris Beall: And if we cold call them, that something is, they're afraid of us. And we want to help them change that to being trusting of us, right? And it's actually why the second sentence in the breakthrough script that we teach. The one right after throwing yourself under the bus, which is raising the [00:27:20] tension, and it is surprising, to this little piece of relief, and it has the chuckle in it.

[00:27:24] Chris Beall: By the way, when people laugh, other people laugh. Right? Nobody knows why you're laughing, but you laugh because others are laughing. Laughter is, as they say, contagious in the same way that yawning is, but in a way that sneezing is not. At least, we hope, right? It ain't to sneeze [00:27:40] and have everybody in the room suddenly sneeze.

[00:27:42] Chris Beall: I mean, you might get a pandemic or something like that. But this, this business I know I'm an interruption. I mean, nobody expects to hear that. And, and almost nobody in sales, by the way, is confident enough to throw themselves all the way under the bus and have it [00:28:00] go ba bump, ba bump, ba bump, because buses, by the way, have that many sets of wheels, and then it backs up over you and goes ba bump, ba bump,

[00:28:07] Richard Rabins: ba

[00:28:07] Chris Beall: bump, right?

[00:28:08] Chris Beall: Now you're really under the bus. And then how do you switch your voice sincerely to being playful? A playful and curious voice is what allows somebody to have that relief. [00:28:20] from your initial statement, which is you throwing yourself under the bus, which creates tension. You talk often, Corey, about tension being important in sales.

[00:28:30] Chris Beall: Well, the story that starts out with, I just ambushed you, has got tension built into it, but it has more tension if you amplify it verbally. I know I'm an interruption. [00:28:40] And then you change your voice to PlayfulCuriousCat. Can I at 27 seconds tell you why I called? If you really want to see this in action, hear this in action over and over, just go out to James Thornburg's LinkedIn profile and listen to one James Thornburg video after another.

[00:28:58] Chris Beall: He will often end one [00:29:00] that's really brutal. He has a recent one that has somebody at the very end just going off on him, and he has to bleep most of it out. But right before that, he does his standard, what would you say to that at the end, which is so is it okay if I end this with the joke? What do you call five coal collars at the bottom of the ocean?

[00:29:19] Chris Beall: And [00:29:20] we only ever hear his side. Pause. He says, a good start. And then he goes on, right? Well, he says it, and it's really funny, because James Thornburg has great comedic timing. And he's very, very dry. He's the Stephen Wright of sales, of cold calling, right? He is a funny guy who can talk to you also about [00:29:40] slaughtering pigs, and make that seem somewhat amusing, even though that's a serious business.

[00:29:44] Chris Beall: So he raises pigs. It turns out he doesn't, he doesn't go slaughter other people's pigs. He kind of sticks to his own, right? It says he and his pigs have an agreement. This is how it's going to end. I have an animal example, by the way. This one [00:30:00] back in the first days of COVID, literally the very first days, Helen, who was at Microsoft, was on a happy hour.

[00:30:09] Chris Beall: They used to do this. They called them like team happy hours and everybody was introducing their pets and I was somewhere else in the room where I couldn't be seen, but it's a [00:30:20] happy hour. So alcohol is going to be involved and I'm listening and I'm just wondering where she is going to go when they come to the pet thing because Helen doesn't have any pets and what she says, I didn't anticipate.

[00:30:34] Chris Beall: It was funny to me, but I managed to participate. by Pantomime. Pantomime can be pretty funny, [00:30:40] actually, if you are lucky enough to get a chance. She says, well, everybody's been showing their pets. I actually don't have, well, I actually do have an animal. He's 6 '1 goes 2' 15 and at that point I walk up with a bottle of Blanton's and pour her a shot.

[00:30:57] Chris Beall: She says he fetches. And, [00:31:00] and he pours. That's funny. So he fetches and he pours became a trope joke, actually, and has run ever since then. Covid's now, that part is 3 years behind us, right? And it's still pretty funny. Fetches and pours, and that became a trope joke. kind of how I was known right up until the point where she renamed me as [00:31:20] almost a thing.

[00:31:21] Chris Beall: So now I am almost a thing that fetches and pours, which makes no sense whatsoever, but is also somewhat funny. That kind of thing, it is noticing, right? What was I doing? I was noticing that this situation is evolving and I could have just not done anything, but I [00:31:40] prepped. And why did I do that? What am I selling?

[00:31:42] Chris Beall: I'm selling this. a group of people that she's now not going to go to the office with, Helen, their boss. It is cool. You can hang with her. You can bring your problems to her. You, it's a tiny contribution, [00:32:00] but it had that effect, right? By the way, what can you do to develop humor? I don't know if this works for most people, but some people when they go to stand up classes to learn standup comedy.

[00:32:11] Chris Beall: where you're being workshopped over and over and over and over and over, you're workshopping over and over in order to be able to respond to something. What [00:32:20] you're learning to do is to pay attention to what the other person says within the context and respond in a way that reframes so that the dialogue goes forward and it might get to somewhere funny.

[00:32:32] Chris Beall: And that ability to notice, respond with reframing, and take the conversation in a direction that has a [00:32:40] positive resolution. In their case, standing up is funny, that is a good thing to practice, whether you will learn to be funny by doing it, I can't say, but I can certainly say the greatest cold callers I've ever known are people who are stand up comedians.

[00:32:58] Richard Rabins: Just to add to [00:33:00] that, I had the fortune or misfortune of going to business school. And, so I get the newsletters and magazines from the school. And I noticed that they had profiled a student. [00:33:20] who had gone off and started a company and was doing really innovative, good stuff.

[00:33:26] Richard Rabins: And she was talking about her experience. This was at the Sloan School, the MIT Business School. She was talking about her experience and that the best course she [00:33:40] took was apparently they started a course where the professor, is a joint professor at the business school, but also teaches drama.

[00:33:53] Richard Rabins: She teaches theater drama. And so it's [00:34:00] You know, I mean, humor is, it's part of a performance. It's comedy part is a performance. Getting back to your question, which is a really practical, interesting question is, can you teach humor? I suspect you're not going to turn someone who innately doesn't have a [00:34:20] sense of humor into someone who does, but I think you can certainly, sand the edges significantly.

[00:34:27] Richard Rabins: And it's, it's possible you could actually. Make progress in that area.

[00:34:38] Corey Frank: Yeah, I would, I would think you [00:34:40] can with a lot of noticing practice. Like we talked about the synopsis that are broken. There's something that maybe our listeners can look at. There's a rapper by the name of, of, Harry Mack. And he was just, there's a video that you can see it on YouTube and, and TikTok and [00:35:00] Instagram.

[00:35:01] Corey Frank: And he went into the New York Yankees clubhouse and he asked them for seven random words, a raid. OpeningDay, Sandwich. It's just non sequitur type of, type of words all globbed together. And he proceeded [00:35:20] to put together an M & M 50 cent level quality reduced wrap in real time. And it was incredible to the point where You know, it's not maybe our type, type of music, but the artistry and the [00:35:40] craftsmanship that went into developing the ability to see forward.

[00:35:46] Corey Frank: Right? Writing a sonnet in real time. I have to see, okay, A, B, A, B, A, B, right? The iambic, pentameter, right? I have to see ahead two or three stanzas to make sure this is the right number. And I think [00:36:00] that people who are very good at it. Warren Claff, Chris, certainly you're a master at it. Other public speakers that we know with, with this persona, this confidence, they have this ability to almost have this matrix out of time process to see time in reverse.

[00:36:19] Corey Frank: [00:36:20] And, I, I don't know of any other way to do that, except to put yourself out there, like you were talking about, about a good standup workshop and get your butt kicked. I'm sure. As James Thornburg has documented hundreds, if not thousands, of [00:36:40] calls in his years working with ConnectAndSell and BridgePoint, is that the latter performances are much better than the earlier performances.

[00:36:52] Corey Frank: And I would bet, Richard, that you are going into a presentation today, or Chris, you going into a [00:37:00] present today, you have nothing to lose. And so you're more at ease, and you're apt, more apt to notice things that are different or unusual in the world, than if you're a newer sales rep. You're so focused on your deck, the presentation, the body language of your prospect.

[00:37:18] Corey Frank: What are your What are your [00:37:20] thoughts on, on on that?

[00:37:23] Richard Rabins: I think that's a really interesting point that I keep thinking about, I keep coming back to the fact that you need to understand that the other person is a human being. And, And [00:37:40] anything that breaks the expectation so the expectation is you're going to come in there, give a PowerPoint, very formal.

[00:37:50] Richard Rabins: It's not, it's not like initially a fun experience. It's not unpleasant. It's not a fun experience. But if you can, walk [00:38:00] in. And let's say, depending where you are, you look out the window and you see some mountain, you say, wow I didn't realize you guys were this close. Can you ski or whatever?

[00:38:12] Richard Rabins: You immediately, you, you change the atmosphere of the room. [00:38:20] And so I do think that When you're a young, inexperienced person, you don't think you've got license to behave like a human being. You, you feel like you have to follow in a robotic fashion. And as soon as you can get rid of that sort of [00:38:40] inhibition, and, and just be more confident.

[00:38:42] Richard Rabins: And, and also I think I realize that Even if it's a really important meeting or call, that if it doesn't go well, the world doesn't end. It's not the end of the world. I mean, how many times, Malcolm Gladwell [00:39:00] the author's interesting guy. So, in one of his recent books, he talks about the concept of, you can't take yourself too seriously, that there's a, a young girl.

[00:39:15] Richard Rabins: Somewhere, she's in high school, she's really, really good at chemistry. She loves [00:39:20] chemistry and she's number one in her school in chemistry. And her dream is she wants to go to Caltech or MIT, to go and study chemistry. She applies, she doesn't get in. She thinks the world has just ended. And [00:39:40] but she ends up going to another school, very good school, chemistry, and does brilliantly.

[00:39:45] Richard Rabins: And the reality is all the kids who go to MIT or Caltech, they were always probably number one or number two in their class. maths and physics. They come to MIT and by [00:40:00] definition, 50 percent of them have to be in the bottom half of the class. There's no avoiding it. You can't, so all of a sudden she might've gotten to MIT and there was a 50 percent chance she would be in the bottom half of the class.

[00:40:16] Richard Rabins: That would do a number on her ego and her self [00:40:20] confidence. So what, what William Gladwell describes, she goes to this other school, and she's like the top student in that class, and her career blossoms because it didn't affect her, her self confidence. Firstly, the lesson there is, [00:40:40] you didn't get in, should I literally jump off the next building, or do I say, okay, Plan B, and move on, and On a more serious tone, I think they've improved this at MIT, but MIT used to have the highest suicide rate of any college [00:41:00] for exactly that reason.

[00:41:02] Richard Rabins: You get these 17, 18 year old kids, their whole sense of self is tied up in how brilliant they are. And now all of a sudden there's this wet slap across the face. And in fact, When I was there, there was a building called the Green Building, the [00:41:20] tallest building, and they had to make sure that the top of the building wasn't accessible, because it was a perfect way to jump off the building.

[00:41:31] Chris Beall: Wait a second. MIT engineers are capable of taking a car apart and reassembling it in your dorm room. Certainly they can get to an inaccessible part of [00:41:40] the

[00:41:40] Richard Rabins: building. That's true. Well, they, they still did in fact have. the high suicide. So there was a lot of successful, but you know, it's, it just, yeah, I think the whole thing is, if you're relaxed, I think Chris alluded to, if you're relaxed, the people around you all relax.[00:42:00]

[00:42:00] Richard Rabins: And that, that's a good thing.

[00:42:03] Chris Beall: You gotta have the goods. I mean, this is one of the, one of the things you gotta have, right? You have to be a very serious, hardworking student of whatever it is that you're an expert in. I mean, in sales, the job is pretty simple. You're an expert who is on their [00:42:20] side.

[00:42:20] Chris Beall: That's it. It's hard to establish yourself as being on their side. Because people are naturally wary of somebody who says they're on their side. You can't just come out and say it. Hi, I'm an expert. I'm on your side. Now let me see if I can find a pen here so you can sign this deal, right? It's a, it [00:42:40] doesn't work like that.

[00:42:41] Chris Beall: You're helping somebody come by themselves to the conclusion that you're an expert and you're on their side. Well, being on their side, you don't have to be funny. It turns out. But you're showing a little bit of vulnerability by your willingness to try to be funny. That is, you're actually going out on a limb.

[00:42:58] Chris Beall: If you say something [00:43:00] that might be funny, you're exposing yourself to the criticism of why are you being funny? That's not a funny thing, right? So you're actually going a little ways toward being on their side by being willing to be funny, but you're also going a long ways to being an expert by having the confidence to be [00:43:20] funny, and those two things go together in a kind of mutually reinforcing sort of way.

[00:43:27] Chris Beall: But once you get that going, you better not go too far with either one.

In our next episode, we wrap up our conversation with Richard Rabins and delve into the fascinating cultural differences in humor and how they can impact sales interactions. Join us as Chris and Corey share their dream retirement gigs and reveal a surprising fact about Richard's true passion that explains why he's such a master at connecting with others.